Meta’s Threads Instagram Ads: Can this bold move revive the platform?

Meta's Threads Instagram Ads Geelong Digital Marketing

Meta’s Threads Instagram Ads: Can this bold move revive the platform?

In the fluid space of social media, platforms need to adapt to survive.

Threads, launched in mid-June of 2023, is Meta’s text-based app, which competes with the late app ‘Twitter’ now known as ‘X’. I don’t know about you, but recently, we’ve noticed more Threads ads are popping up in our Instagram feeds. Could this be their attempt to stay afloat in the stormy seas of social media, where fierce competition and the struggle to remain relevant never subside… So, we’ve decided to examine further why Meta’s Threads is doing this and what this means for us as users. 

Meta’s Threads Instagram ads: A new strategy. 

When Threads launched, it was meant to compete with Twitter. At first, millions of people signed up, which was exciting. However, after being released for almost 2 years, there has been a significant drop of less than 70% of its peak in users. With the failed rebranding of Twitter, Meta had a great opportunity to take the vacant space; however, it failed to rise to the occasion for several reasons. Like X, Threads is a text-based app that enables users to express what they are thinking at the time with just a few clicks of their keyboard. However, a key reason for its lack of popularity is the lack of content overall, the accessibility of the app, and the difficulty distinguishing itself compared to the famous Twitter app. 

Meta is increasing the visibility of the Threads app by introducing ads on Meta and Instagram to bring people’s attention back to the Threads app. Given Instagram’s vast user base, this presents a fresh opportunity for advertisers, which could benefit Threads and the advertising community. 

Why do Meta’s Threads need Instagram ads? 

Since millions of people are already on Instagram, why not show Threads content there? This makes Threads more visible without asking users to open another app. Seriously, it’s as if we even need another app! Am I right?! 

For advertisers like us, this is a great opportunity to try out text-based ads on Threads and still reach Instagram’s big audience and actually see if there is a benefit. We’re keeping positive about this update, I’m essentially, it’s like getting two platforms for the price of one. This move could help Threads grow while keeping advertisers and businesses growing happily. 

When we heard the news, our Viewpoint team questioned… is this a bold move or a desperate fix? 

It’s easy to see that Meta’s Threads Instagram ads are a way to save a struggling app. But it’s also a clever experiment. Threads might not have replaced Twitter, but this plan shows that Meta won’t give up easily. They are trying new ideas to keep the platform alive. Destiny Child Survivor song, says it perfectly…

When we asked our community, one person commented,  

“From my perspective, Threads sucks. I don’t understand it; when I first tried it out, it was just a vast amount of people trying to connect with other users and get their followers up. I joined Insta when it was a simple way to share photos; now, it shows me everything I’m not interested in and no photos from people I follow. The only thing I like is the funny videos, so they could just call it Meta Funny Videos, and I’d be happy with that."

Another person said,

  “I’ve been using Threads for the past year, and I reckon it’s an absolute game changer. While it’s definitely not X, Threads keeps things real and conversational. It was a super easy integration between Instagram, and the new feature of in-feed ads has helped us boost our visibility with our already established audience. It's a fantastic space for brands to actually engage, not just broadcast.” 

Some people may not like seeing Threads ads in their Instagram feeds, while others may like that Threads are trying to listen to the community and take their comments onboard and better the app. Only time will tell if this idea works. 

What does this mean for business owners? 

Well, Meta’s Threads Instagram ads open new doors. They allow us to test text-based ads without fully committing to Threads. Since these ads appear on Instagram, we can still reach our audiences. 

However, you need to watch how people react. If users find these ads annoying, it could hurt your brand. But if it works, it’s a win-win for everyone involved.  

Our final thoughts 

We think Meta’s Threads Instagram ads are an interesting move. They show how Meta is trying to solve problems and find new ways to succeed. While some might see this as a last-ditch effort, others might call it clever. 

What do you think? Are Meta’s Threads Instagram ads a smart idea, or is this just a temporary fix?